What was the Challenge / Background of the Campaign?

HP wanted to raise awareness of their Elite Series and drive purchase so we provided a pan-European roadshow as part of HP's Elite Business Traveller Campaign. The campaign consisted of Experiential, OOH, online and social media to create an integrated campaign. Blackjack were responsible for experiential elements using Brand Ambassadors to engage with travellers and give product demonstrations to achieve this. Data capture meant that after the roadshow HP could continue with these consumer interactions and awareness.

What was the Campaign Objective?

To raise awareness and drive purchase of the HP Elite Series with business travellers across Europe through product demonstrations. Lead generation using a data capture mechanic provided valuable data capture to be used for future marketing.

What was the Solution?

We designed and built an experiential stand bespoke to each lounge environment. Each stand was made up of display units to showcase the Elite Series and accessories and allowed consumers to trial the products. Fully trained brand ambassadors supported the stand to engage with business travellers; they communicated key messages, encouraged trial, distributed literature and were a vital point of contact to answers questions. They were also responsible for lead generation via an online data capture form, encouraged by a competition mechanic to win an HP ElitePad.

What were the Results?

11,789 business travellers visited the stands and 7,447 leads were generated as a result of the campaign.

What were the Key Learnings of this Campaign?

Experiential activity works really well in airport lounges where travellers are more relaxed and receptive to new products and information. The activity offers better interaction with consumers and a greater dwell time allows for engaging and sharing information by fully trained Brand Ambassadors.